Reaching hard - to - convert motorists
How do we convince the occasional Storebælt users to convert to pay-by-plate?
Background
Some motorists still pay toll with card or cash when they pass the Storebælt Bridge. Though this segment rarely uses the bridge, it is large enough to slow down the traffic flow—which is why Brobizz wanted to convert these hard-to-convince users to pay-by-plate.
Solution
We launched a campaign to highlight the scenarios where pay-by-plate could make your life easier. And play on many drivers’ inherent fear of messing up at the payment facility. Our performance team activated the campaign across Google, Facebook, YouTube, and display formats.
Concept Payoff
Taske
Contributions
Creative campaigns and concepts
Market segmentation and targeting
Content marketing
Digital and media performance
SEO and SEM
Data and tracking management
Commercial edge
28,361
registrations for Pay by Plate during the campaign period
604%
increase in registrations through the campaign compared to the 2021 benchmark campaign (approximately the same media spend)
85%
lower cost per registration through the campaign compared to the 2021 benchmark campaign
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